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23648 - Principles of Marketing

Academic Year 2007/2008

Docente: Angelo Manaresi
Credits: 9
SSD: SECS-P/08
Language: Italian

Teaching Mode: Traditional lectures
Campus: Bologna
Corso: First cycle degree programme (L) in Economics and Marketing (cod. 0338)

Learning outcomes

The course goal is to provide students with the basic compentences that are useful to understand how a market oriented company works.

The course wants to answer to the following questions:

-How does a firm work?

-On what goals and methods are based organizational functions such as manufacturing, finance and control, sales and marketing?

-What relations are in place between marketing and other organizational functions?

Course contents

Fondamenti di Marketing represent the first course on management issues of this course of studies. The programme includes lectures and discussion of case studies, that students should read before class according to what recommended by the teacher. Lectures are about the concept of firm, management and organizational functions; among the latter group, special attention is given to finanze and control, manufacturing and supply chain management, sales and marketing. The large number of case studies focuses on business and marketing issues.

Readings/Bibliography

The exam programme includes two book:

1. (ed. Andrea Lipparini ) ''ECONOMIA E GESTIONE DELLE IMPRESE'', IL MULINO EDITORE, 2007 (all chapters except chapters 12 and 13).

2. SBRANA ROBERTO E GANDOLFO ALESSANDRO (1999), LO STUDIO DEI CASI DI MARKETING - METODOLOGIA E APPLICAZIONI, GIAPPICHELLI EDITORE. Only chapter 4 (ten case studies) is required for the exam.

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Some files are included in group of contents that are required to students for the exam: the files can be dowloaded from the department web page ( http://www2.sa.unibo.it/docenti/angelo.manaresi/indexeng.html) in the section called "teaching".

People who cannot attend lectures are required to prepare the same book programme as those who follow the lectures.

Teaching methods

Lectures, case studies, business models with Microsoft Excel

Case studies are discussed to develop students' knowledge with an inductive method more than deductive; concepts of marketing and business are first contextualized and then developed and understood. Case studies are thus included in the programme for the exam.

Assessment methods

Oral Examination

Consistently with principles included in the teaching rules of the University of Bologna (art. 24, comma 10) a student who failed an exam cannot take the same exam again before 21 days have passed since he failed that exam.